Doctoral Scholar, Goa Institute of Management, India
Shashank Singh Pawar is an FPM Scholar in Marketing at the Goa Institute of Management (GIM), India. With a decade of experience in academia and a strong foundation in engineering and management, he explores the intersection of technology and consumer behavior. His current research delves into human-computer interaction, avatar realism, and generational psychology in digital environments. He has presented at leading national conferences like INDAM and iMarC, and his work has appeared in reputed journals such as Computers in Human Behavior (ABDC-A). Shashank also contributes as a reviewer for the International Journal of Consumer Studies. Before his PhD, he served as an Assistant Professor, bringing pedagogical depth to his research. Passionate about methodological rigor, he has trained under global experts like Prof. Russell Belk and Prof. Giampaolo Viglia. Shashank’s scholarship bridges marketing theory with evolving digital experiences, positioning him as a promising voice in contemporary consumer behavior research.
Professional Profile
ORCID Profile
🎓 Education
Shashank Singh Pawar is currently pursuing his Fellowship Program in Management (FPM) in Marketing at Goa Institute of Management (2021–present). His research training is bolstered by a strong technical and managerial background. He earned his Master of Engineering in Industrial Engineering and Management from the Institute of Engineering & Technology (IET-DAVV), Indore, in 2013. Prior to this, he completed his Bachelor of Engineering in Mechanical Engineering from Rajiv Gandhi Proudyogiki Vishwavidyalaya (RGPV), Bhopal, in 2011. His educational path reflects a blend of engineering precision and managerial insight, which shapes his interdisciplinary approach to marketing research. Shashank has also actively enhanced his academic training through prestigious workshops, including those led by Prof. Russell Belk (York University) on Innovative Research Methods and Prof. Giampaolo Viglia (Editor-in-Chief, Psychology & Marketing) on Experimental Design. This multifaceted academic trajectory supports his work in cutting-edge areas like AI, anthropomorphism, and consumer psychology.
🧑🏫 Experience
Shashank Singh Pawar has over 8 years of academic experience, serving as an Assistant Professor at Chameli Devi Group of Institutions, Indore, from 2013 to 2021. During this period, he was actively involved in teaching, mentoring, and organizing academic events, including the national conference ETMAES 2016. He earned accolades like the Dronacharya Award for his role as the best faculty advisor at the Auto India Racing Championship in 2017. Since 2021, he has been pursuing doctoral research at Goa Institute of Management, where he has also played key roles in organizing GIM Doctoral Conferences (2023 & 2025). His teaching interests include business research methods, marketing analytics, consumer behavior, and the applications of AI in business. His journey from engineering classrooms to behavioral labs reflects a unique professional versatility. Shashank’s experience is deeply integrated with his research, allowing him to explore real-world marketing problems through a blend of academic theory and applied insight.
🧠 Research Focus
Shashank Singh Pawar’s research lies at the crossroads of Human-Computer Interaction, Anthropomorphism, and Consumer Behavior, with a forward-looking focus on how avatars and AI interfaces shape user perceptions and behaviors across generations. His scholarly interest is in understanding how consumers interact with digital agents and virtual representations, and how realism and emotional appeals affect decision-making and brand relationships. He particularly explores generational differences, which provide insights into designing personalized, immersive marketing experiences. His current working papers delve into prosocial behaviors in gifting and the psychological mechanisms behind avatar realism. His interest in experimental research and qualitative methods allows him to address both macro-level marketing strategies and micro-level consumer cognition. Trained in tools like SPSS and MAXQDA, and guided by methodological workshops from international scholars, Shashank positions his research within both applied marketing contexts and theoretical discourse. His long-term vision is to contribute to consumer-centric innovation in digital marketing systems.
Publication Top Notes
1. From Efficiency to Immersion: Understanding Generational Differences in Avatar Interactions
Authors: Shashank Singh Pawar, Anubhav A. Mishra
Journal: Computers in Human Behavior (ABDC-A)
Year: 2025
DOI: https://doi.org/10.1016/j.chb.2025.108732
Summary:
This study investigates how different generations engage with AI-driven avatars, focusing on emotional, cognitive, and behavioral responses. It compares Gen Z, Millennials, and Gen X in terms of avatar realism and interactivity preferences. Findings suggest that younger users seek immersive experiences, while older users value efficiency and control. The paper offers actionable insights for marketers designing generationally tailored digital interfaces.
Conclusion
Shashank Singh Pawar demonstrates strong potential and active scholarly engagement, particularly for an early-stage researcher. His first-tier journal publication, conference recognition, and editorial contributions reflect a robust foundation for a successful academic trajectory. While the research output is currently at a developing stage, his focus on novel topics and methodological training signal promise for future impactful contributions.